Minimarket is a contemporary women’s wear label, founded in Stockholm in 2006 by a trio of creative sisters. The twin sisters Jennifer and Pernilla Elvestedt would occasionally skip school to work in their sister Sofie’s diminutive clothing shop ‘Minimarket’ in the city’s south district – Södermalm. The siblings adopted the name for their burgeoning fashion label before they closed the shop to concentrate on expanding their brand.